"What is multimodality?"

Summary

The transcript explores the concept of multimodality in communication, emphasizing how different modes like writing, images, and videos convey information in unique ways. It discusses how communicators select modes based on the type of message they wish to convey, the societal conventions influencing these choices, and the layout's role in guiding attention. The discussion extends to how coherence and cohesion apply to multimodal content, noting how spatial arrangement, color, and other visual elements help make information more accessible and meaningful for the audience.

Takeaways

• 🖼️ Different modes are used together to effectively communicate different types of information, such as time-based content (videos) and static content (images, writing).
• 💬 Each mode has its strengths, and people select modes based on the kind of message they want to convey.
• 🕰️ Time-based modes like videos communicate moving information, while writing or images handle static or spatial information.
• 🧠 Modes are selected based on the communicator’s sense of the audience's preferences, needs, and what will be most memorable.
• 📜 Society often suggests conventions for how certain modes should be used, like using writing for formal communication.
• ✍️ Writing has become specialized over centuries to carry a lot of the informational load, though this is changing with multimedia.
• 🔄 On websites, layout and the order of content play a role in how we interpret and prioritize information, with prominent content placed on the left.
• ⚖️ Balance in design is important for coherence, and switching positions of image and text could affect how we perceive content.
• 🖋️ Coherence in multimodal content involves various elements like layout, color, and positioning, similar to linguistic cohesion in text.
• 🎨 Colors and spatial arrangement also contribute to a coherent presentation, just as language elements link to make sense in text.

Q & A

What is the main purpose of combining different modes in communication?

The main purpose of combining different modes is to effectively communicate a meaning. Different modes can convey various aspects of the message in the best way possible. For instance, moving images and speech handle time-based communication, while still images and writing address spatial and non-temporal elements.

How do different modes function in terms of time and space in multimedia communication?

Modes like video and speech operate in time, presenting information in a sequence, while modes like writing and images exist in space and are not dependent on time. They serve different functions depending on the kind of message being communicated.

Why is layout important in multimedia communication?

Layout is important because it helps direct the viewer's attention and enhances the meaning of the content. The placement of elements like text and images can make some information more prominent, such as by positioning it on the left or at the top, making it the first thing the viewer notices.

What role do societal conventions play in the use of different modes?

Societal conventions guide how we use different modes. For example, writing has been traditionally specialized for formal communication, and different modes have functional specializations based on these long-established conventions.

What is meant by 'functional specialization' in the context of modes?

Functional specialization refers to the idea that certain modes are better suited for specific types of communication. For instance, writing is often used for detailed information, while images or videos may be better for conveying emotions or capturing real-time events.

How do modes interact to create meaning on a website like BBC News?

Modes on a website like BBC News interact by complementing each other. Text provides context and frames the meaning of images, while images make certain information more salient and powerful. The combination of modes creates a richer understanding for the viewer.

How does positioning of elements (e.g., image on the left, text on the right) influence the viewer’s perception?

Positioning influences perception by creating balance and directing attention. In cultures where people read left to right, placing images on the left and text on the right makes the image more prominent initially, while the text frames or explains it. Reversing this order might feel unbalanced or less intuitive.

How does the notion of coherence and cohesion apply to multimodal communication?

Coherence and cohesion in multimodal communication involve organizing different elements in a way that makes sense. Cohesive devices include visual layout, color schemes, and spatial arrangement, which ensure the components of a message are consistent and logically connected, much like sentences in a written text.

Can color be a cohesive device in multimodal communication? How?

Yes, color can be a cohesive device in multimodal communication. It helps create a sense of unity across different elements, such as matching colors between an image and a website's design, which makes the layout feel more integrated and coherent.

What does the script suggest about the balance between modes in conveying information?

The script suggests that it can be difficult to determine which mode carries more informational load, as each mode contributes differently. For example, text might frame an image by giving context, but the image itself may convey more potent emotional or visual information.